Letter of Transmittal

January 28, 2006

Mr. Monirul Hasan Masum

Instructor of MKT
Department of BBA
Bangladesh University of Business & Technology.
Re: Analysis the marketing mix of Coca-Cola.
Sir,
Here is the report of the study you requested on Marketing mix (4 ps) analysis of
Coca-Cola.
We are very happy to submit this report on time to you. In this report we have tried to analysis
marketing mix, current market strategic, new strategic and advertisement of

Coca-Cola.

You will be pleased that to prepare our report we have tried to include all of possible
information.
We are very much grateful to you for kind assistance. Thank you for your valuable time and
cordial consideration.
Sincerely yours,

Ashraful Amin Chowdhury.

On behalf of my group.

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Acknowledgement

At the beginning we want to remember almighty Allah for giving us the opportunity and
strength to do this work smoothly and blessings for our success.
We would like to express our heartiest gratitude to our honorable course teacher Mr. Monirul
Hasan Masum lecturer of MKT for his constant guidance, helpful advice and continuous
encouragement throughout the progress this report organization based information. Without
these help the task could not be completed.
We are very grateful to the organizations Assistant Manager (Marketing) Md Zahid Hosan,
General Manager (Administration) Md. Ruhul Amin, Marketing Manager (Statistical)

Md.

Mazed, Their cooperation has assisted us to prepare this kind of important report which will
focus overall condition of the organization.
Our sincerest thanks to all of our friends, classmates and well wishers for their whole hearted
support and encouragement in various aspects of our work.
We went to express our best appreciation to the company member and employer for their
valuable contribution in completing this report on Coca - Cola.

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Table of contents

SL

Head Line

NO
01.
02.
03.
04.
05.
06.
07.
08.
09.
10.
11.
12.
13.
14.
15.
16.

Executive Summary
Back ground of the Study
Objective
Methodology
Limitations of the study
Historical back ground of the company
Marketing mix
4, p analysis
4, C analysis
Strategy of the coca cola
Facilities of the company
Lickings of the company
Suggestion
Conclusion
Bibliography
Appendix

Page
04
06
06
07
10
12
13
14
19
24
29
30
31
32
34
35

Executive Summary

Coca-Cola is an international company .Bangladesh is one region of that company.

Bangladesh Coca-Cola Company controlled by Coca-Cola Farest LTD (CCFL). There are two

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producer of Coca-Cola one is Ablul Molem LTD another one is Tabany Beverage .We make
of our report on Coca-Cola of Tabany Beverage.
In the introduction we will discuses about how we will have conducted our report and what
the methodologies of this report are. We have discussed here the background of the study,
report objectives, type of research, limitations of the study.
Then we discuss marketing mix of Coca-Cola. We describe product, price, place, promotion
of Coca-Cola and describe customer satisfaction level through our customer satisfaction
survey. We analyses advertisement on the basis of customer perception.
Then we analyze market strategy. After that we try to find out the major problem of CocaCola and its company on basis of customer survey and our observation. We conclude our
customer survey questioner with this report.

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Chapter-1
Introduction

Background of the study:

As a student of marketing it is very much essential to know about marketing mix. On the
other hand book knowledge is not enough to understand marketing mix. For that reason we go

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through the cock company to gather real life marketing knowledge. And to understand that
how to they capture the market, fight with competitor to use product, price, place, promotion.

Report objective:
To analyze marketing mix of Coca-Cola
To analyze customer satisfaction on Coca-Cola
To analyze market present and future market strategy

Specific objectives:
X

To analyze 4p of Coca-Cola.

To analyze 4c of Coca-Cola.

To analyze market current strategy.

To analyze market future strategy.

To identify threats and opportunities of the company.

To identify weakness of the company.

Methodology:

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Methods followed to perform a job or conducting activities to complete a task is called

methodology. In conducting this study the following methodology was adopted in collecting
data & information, preparation of reports etc.

Type of research:
The purpose of market research is to provide relevant data that will help solve marketing
problems a business will encounter. This is absolutely necessary in the start-up phase.
Conducting thorough market surveys is the foundation of any successful business. In fact,
strategies such as market segmentation and product differentiation would be impossible to
develop without market research.
There is several kind of research approach; we use descriptive research approach for analysis
marketing mix of coca-cola. Descriptive research is to describe things, such as the market
potential for a product or the demographics and attitudes of consumer who buy the product.
To use this approach we analysis market mix and consumer satisfaction level of coca-cola.

Sources of data:
To gather company information we use both primary data and secondary data.

Secondary data:
Secondary data consist of information that already exists somewhere, having been collected
for another purpose. Secondary data provided a good starting point for research and often help
to define research problem and objectives. This is available more quickly and at a lower cost
then primary data. We collect secondary data form Internet, Business magazine.

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 Primary data:
Primary data consist information collected for the specific purpose at hand. We collect
primary data form consumer and company through some question. For example, to consumer
Are you satisfied about test of coca-cola, Which advertisement you like most?, What
price level you expected from Coca-Cola?, to company What type of discount you provided
to your consumer?,
What are you doing to increase your sales?, How you full fill consumer need of coca-cola
in Bangladesh?

Research approach for primary data collection:

Research approach for gathering primary data collection we use both observational and
surveys approach.
Observational research involves gathering primary data by observing relevant people, action
and situation. Observational research can obtain information that people are unwilling or
unable to provide. In some case, observation may be the only way to obtain the needed
information. In contrast, some thing simply cannot be observed, such as feelings, attitudes and
motives, or private behavior .long-term or infrequent behavior is also difficult to observe.
Because of this limitation, we use observation method long with surveys data collection
method. We use observational research approach when we asking question to the consumer or
to the company employee.
Survey research, involves gathering of primary data by asking people question about their
knowledge, attitude, preference and buying behavior. This is the most widely used method for
primary data collection, is the approach best suited for gathering descriptive information .The
major advantage of survey research is its flexibility it can be used to obtain many difficult
kind of information in many different situation. We use survey research approach by making
questioner for consumer and company.

-8-

 Contact method for primary data collection:

Information can be collected by mail, telephone, and personal interview or online. We use
personal interview to collect primary data. Personal interviewing takes two forms individual
and focus group.
Individual interviewing involves talking with people in their homes or office, on the streets,
or in the shopping malls. This form of interview is fixable .Through this form interviewing
can ask different types of question and observe reactions and behavior of consumers. We use
this form to collect our information.
Focus group interviewing involves inviting 6 to 10 people to gather for a few hours with an
interviewer to talk about a product, services, or organization, the interviewer focus the
group discussion on important issues. We use this form when we conducting group
discussion.

Sampling plan for primary data collection:

We draw a conclusion about larger groups of consumer by studying a small sample of total
consumer population. A sample is a segment of the population selected to represents the
population as a whole. By that we can make accurate estimates of the thoughts and behaviors
of the larger population. We take no probability convenience sample. This represents the
researches selects the easiest population members form which to obtain information. We
select 30 people form our family for primary data collection.

Research instruments:
To collect primary data we use questioner. We use objectives type question and open question.

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 Limitation of the study:

Every company has some secrecy, which cannot be and should not be disclose to an outsider
so we had some limitations to enter in to the affairs of the company in depth. Moreover, the
employees of the company had their own routine duties. In spite of their full cooperation we
failed to discuss about every intended aspects in details.

Lack of information:
Information on which is so important for prepare a report. The main limitation of our making
report is lack of information. The limited sources of secondary information and the controlled
accessibility caused difficulty in getting the confidential information. For example, records of
product real price were restricted as it is not private limited company
Although we are not got enough information from internet about coca-cola on basic of
Bangladesh market

Lack of time:
Our course duration is in limit time. In this short time we can not prepare our report properly.

Lack of marketing intelligence:

Marketing intelligence is systematically collection and analysis of public available
information but to be a student we have lack of marketing intelligence. For lack of marketing
intelligence we can not get collect information.

Lack of professional knowledge:

As a student we are not professional about marketing analysis. Professional researcher has
vast knowledge about marketing analysis. For lack of professional knowledge we can not
make our report properly.

- 10 -

Chapter-2
Analyze 4p, 4c & strategy
Of
Coca-Cola

Historical background of the company:

- 11 -

Coca-Cola is an international company. Bangladesh Coca-Cola Company controlled by CCFL

(Coca-Cola Farest Ltd), Atlanta USA. .Coca-Cola was first introducing at 1963 in Tejgoan
Industrial area under East Pakistan organization in Bangladesh. At 1972 Bangladesh
government took over the company under ministry of industry. In 1972 government handover
it to the Mukety Jodda Kallan trust as an abounded property form ministry of industry.
At 1972 Coca-Cola Company had a 50 bottle per mint (BPM) plant. Area was the company
approximately 1 acre.
At 1985 Coca-Cola Company established 470 Chiriakhana Road by implementing new 250
Bottle per minute (BPM) plant.
Because of market expunction and increase consumer demand Coca-Cola Company introduce
another 500 bottle per mint (BPM) plant with existing production line. At percent its total
production power is 750 BPM (bottle per mint).Now its total factory area 7.25 acre
approximately.

Marketing mix:

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The set of controllable tactical marketing elements product, price, place, promotion-which the
firm blends to produce the response it wants to the targeted market.

Marketing Mix

PRODUCT

PRICE

PLACE

PROMOTION

These four elements are often referred to as the 4Ps of the marketing mix. A marketer can use
these variables to craft a marketing plan. The four Ps model is most useful when marketing
low value consumer products. Industrial products, services, high value consumer products
require adjustments to this model.

4, P Analyses
Product:

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The Product aspects of marketing deal with the specifications of the actual good or service,
and how it relates to the consumer's needs and wants.
Tabany Beverage has franchised the Coca-Cola which is available in cola flavors of
carbonated drink. Coca-Cola never comprise on the basis of its quality. Cock-Cola company
produce 3 types of RGV bottle and sells 8 types of cock bottle including plastic bottle.

Product
Returnable
Glass Bottle
(RGB)

Plastic Bottle

Flavor
Cola
Cola
Cola

Size
1 litter
1.75 litter
2.5 litter

Cola
Cola
Cola
Cola

500ml
1 litter
1.5 litter
2.25 litter

X Brand name:

X Features:

- 14 -

Contains: Carbonated Water, Sugar, Caramel Color, and Acidulanf, Natural flavors and
caffeine.

Price:
Price is the sum of all the values that consumer exchange for the benefit of having or using
the product or services. Below we show
price level of Cock-Cola.

Nutrition Facts Per 100ml

Energy
42 kcal
Fat

the

0g

Type of
bottle

Bottle
Size

Returnable

175 ml
250 ml

Whole seller Protein Retailer Price

Consumer
0g
Single
Case
Single
Case
Single
Case
Carbohydrate
11gBottle
Bottle
Bottle
6.23 tk
130.83 tk
7.11 tk
149.3 tk
8 tk
168tk
7.78 tk
186.9 tk
8.88 tk
213.3 tk
10 tk
240tk

1 litter

23.33 tk

280.36 tk

26.80 tk

320 tk

30 tk

360 tk

500 ml
1 litter
1.5
litter

15.58 tk
27.25 tk

373.8 tk
327.09 tk

17.78 tk
31.12 tk

426.72 tk
373.38 tk

20 tk
35 tk

480 tk
420 tk

35.05 tk

420.55 tk

40 tk

480 tk

45 tk

540 tk

46.72 tk

280.37 tk

53.34 tk

320 tk

60 tk

360 tk

Glass Bottle
(RGB)
Plastic
bottle

2.25
litter

Payment period:

Payment period is a period upon which price of product is paid. Coca-Cola company have
also a payment period that is, prepaid system for distributor.

Place:

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Placement or distribution refers to how the product gets to the customer; for example, point of
sale placement or retailing.

Place included with channels, coverage, transportation and

logistic support.

X Channals :
The Coca- Cola distribution channel is given below:

CCFL

Factory

Distributor

Retailer

Consumer

X Transportation:
Coca-Cola company give free transportation facility to there distributor.

X Logistice support:
Coca-Cola Company gives some logistic support to their retailer. They sales special
refrigerator to the retailer at a minimum price, also they give free service for refrigerator.

X Coverage area :
Tabany Beverage covers Dhaka and Rajshahi division through there 80 distributaries .Below
we show the coverage area of Bangladesh:

- 16 -

 Promotion:
This includes advertising a sale pro motion, publicity, and personal selling, and refers to the
various methods of promoting the product, brand, or company.
Promotion is concerned with the planning, implementation, and control of persuasive
communication with customers. Clear-cut objectives and a sharp focus on target customers
are necessary for an effective promotional program. Coca-Cola promotion is mainly based on
different kinds of advertising, so that people could be attracted mentally, emotionally. CocaCola uses local advertisement and advertisement based on recent and important incidents. For
example, Coca-Cola made a new advertisement at the time of Eid and telecast it through TV.
Right now, for promotion, Coca-Cola is using the following activities:

X Television Advertising
X Billboards
X Adds on local newspaper
X Participating in various sort of fair.

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X Sales promotion:
To increase sales Coca-Cola Company provide some intensive to their distributor, that is they
give one bottle of free Coca-Cola with each case.

4 c survey analysis on the basic of customer satisfaction

Customer solution:
Customer solution is product and services that the company offered how much and how to
solve the problem of the consumer. Customer satisfaction on customer solution depends on
product variety, quality, design and packaging.

X Variety:
Variety is known how many types of a product. Coca-cola offered 5 different size of cock
bottle in the market. Through this survey we found customer satisfaction level on variety of
Cock between male and female. These are given below with the graph.

- 18 -

Male customer satisfaction on variety

Female customer satisfaction on variety

X Quality:
Quality is the perception of a product. Quality of a product depends on its test and price.
Through this survey we find customer satisfaction on cock quality. This is given below with
the curve.

Male customer satisfaction on quality

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Female customer satisfaction on quality.

X Design and packaging:

Designing and packing is the shape of a final product. It influences people for purchasing the
product. Form our survey we find some people are like existing design and packaging of cock
and some are want to change existing design and packaging. There acceptation graph are
given below.

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Customer perception on design and packaging

Customer cost:
Customer cost is the amount of money by which customer purchase the product. Customer
satisfaction on customer cost depends on list price and discount offer. Through this survey we
find customer satisfaction on customer cost. The curve is given below.

Male customer satisfaction on cost

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Female customer satisfaction on cost

Customer convenience:
Customer convenience is the place in where customer purchases the product. Customer
satisfaction on customer convenience depends on location and channels. Cock sales through
general store, departmental store, and super shop. Through this survey we find in where
customer purchases cock. The curve is given below.

Consumer preference for parching Coca-Cola

Communication:
Communication is the peoples perception about company promotion and company activity.
From our survey we found that people most like two advertisement.

One is Aklai khaiba,

Amare diba na
We find people perception about this advertisem ent is the model Tisha was filling Thirsty
than she tell her boy friend Aklai khaiba Amara diba na and coca-cola is available every
where in the country. It is the perfect product for full fill every body thirstiness.

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Another one Ki re rangila buira

Parai notun aice
Chailo thanda
Dili anda
We find people perception about this advertisement is When you are thirsty have a cock and
coca cola is accepted by all short of people

STRATEGIES USED BY TABANY BEVERAGE

Market-scope strategy choices
1. Single-Market Strategy
2. Multi-market Strategy
3. Total-market Strategy
Among the three choices Coca-Cola uses the 'Multi-Market Strategy' for serve both the glass
bottled and plastic bottle in the market. The strategy is provided below-

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 Multi-Market Strategy:
Serving several distinct markets is called multi marketing.
Objective: To diversify the risk of serving only one market.
Requirements:
(a) Carefully select segments to serve.
(b) Avoid confrontation with companies serving the entire market.
Expected Results: (a) Higher Sales. (b) Higher Market Share.

Product Strategies choices:

1. Product-Positioning Strategy.
2. Product Mix Strategy.
3. Product-Design Strategy.
4. New-Product Strategy.
5. Product line strategy.

Among the product strategies Tabany Beverage has used 'Product-Positioning Strategy' which
is characterized by the following:

Product-Positioning Strategy: Placing a brand in that part of the market where it will
have a favorable response compared with competing brands.
Objectives:
(a) To position the product in the market so that it stands apart from competing brands.
(b) To position the product so that it tells customers what you stand for, what you are,
how you would like customers to evaluate you. In the case of positioning multiple brands:

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(a) To seek growth by offering varied products in differing segments of the market.
(b) To avoid competitive threats to a single brand.
Requirements: Use of marketing mix variables, especially design and communication
efforts Successful management of a single brand requires positioning the brand in the
market so that it can stand competition from the toughest rivals and maintaining its
unique position by creating the aura of a distinctive product.
Expected Results:
(a) Meet as much as possible the needs of specific segments of the market.
(b) Limit sudden change in sales.
(c) Make customers faithful to the brands.

X Price-Fix Strategy choices

1. One-Price Strategy
2. Flexible-pricing Strategy
3. Product-Line Pricing Strategy
4. Bundle-Pricing Strategy
5. Price-Leadership Strategy
6. Pricing Strategy to build market Share
Among the price-Fix strategies, Tabany Beverage uses the 'One-Price Strategy' which is
characterized by the following:

One-Price Strategy: Charging the same price to all customers under similar conditions
and for the same quantities.
Objectives:
(a) To simplify pricing decisions.
(b) To maintain goodwill among customers.

Requirements:

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(a) Detailed analysis of the firm's position and cost structure as compared with the
rest of the industry.
(b) Information concerning the cost variability of offering the same price to everyone.
(c) Knowledge of the economies of scale available to the firm.
(d) Information on competitive prices; information on the price that customers are
ready to pay.

Expected Results:
(a) Decreased administrative and selling costs.
(b) Constant profit margins.
(c) Favorable and fair image among customers.
(d) Stable market.

X Promotional Strategy choices

1. Promotion-Expenditure Strategy
2. Promotion Mix Strategy
3. Media-Selection Strategy
4. Advertising Copy Strategy
5. Selling Strategy
6. Sales Motivation and supervision Strategy

Among all these promotional strategies, Coca-Cola Bangladesh is using mainly the
Promotion Mix Strategy which is characterized by the following attributes:
Specifies the roles that the three ingredients of promotion (advertising and sales promotion)
play in promoting a product is called promotional mix strategy.

Objectives:
To seek the better position in the market.

Requirements:

- 26 -

(a) Enough advertisement both in the local newspaper and also in the TV,
(b) Some kind of motivator factors or incentives for the distributor so that they can be
inspired to sell more Coca-Cola on a regular basis.

Expected Results:
(a) More customer response in the market,
(b) Increase in sales,
(c) Growth of market share.

- 27 -

Chapter-3
Findings

X Facilities of the organization

1. Own Transportation:
Coca-Cola company provide free transportation facility to there distributor. They have
sufficient number of vehicle to disturbed Coca-Cola.

2. Better Internal Communication:

Communication system can play vital role to work quickly. This helps to achieve the
organization goal.

3. Security system:

- 28 -

Every organization should ensure the security system for their safety. So this organization
has taken strong and sufficient security system to prevent the critical disaster situation.

4. Storage system:
There is sufficient stores capability and they can supply their products in time.

5. Quality control Panel: As other company there is a quality control panel in this
company. Coca-Cola Company never compromise with quality.

6. Sufficient use of computer:

These organizations give the interest on using of computer broadly. They use the
computer in every sector.

X Lacking of this company

1.

Narrow coverage area:

Tabanay beverage covers only Dhaka and Rajshahi division.

2. Limited advertisement:
Advertisement is an important instrument for incising sales but Coca-Cola Company
telecast little advertisement.

3. No plastic bottle production sector:

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Tabanay beverage has no capacity to produce plastic bottle for that reason they loss
their profit.

4. Insufficient wage for the casual worker:

In the company there are many casual workers. They work hard for the company but
their wage is not sufficient as their hard work.

5. Not enough facilities for casual workers:

Casual workers dont get their wage timely .Thats why workers cant do their work
at their best & their productive will be low.

6. No social working:
This organization doesnt take any social task for that society. But they should do
because they operate their business in a society and thats why they should have some
responsibility.

Suggestions:

Increasing promotional activities with:

1. Discounts for buying in bulk.
2. Sticker/glass/other small gifts for buying more than two.
3. Print signs inside the cap that would provide consumers either with gift or
with good luck statements.
4. Provide 'luck-notes' inside the caps like fortune-cookies.
5. By sponsoring games/musical events/art shows/drama/cleaning programmers/
school event etc which would bring the consumers closer to Coca-Cola. And
promote Tabany Beverage to be socially responsible company.

- 30 -

Advertising should be more concentrated on with use of present Medias like

advertisement on TVs, Radios, newspapers and magazines and alternative media
like the following:
1. Huge Dummy Bottle in selected visible locations.
2. Neon Signs in selected visible locations
3. Paintings, Stickers and posters of Cock and on the sided and back panels of
local as well as inter city buses.

Conclusion:
From the visiting of Tabany Beverage we have identified that the beverage industry is
growing and identified their main weakness is insufficient promotional activities. A gap in the
market is also identified not explored by Tabany Beverage. On the other side, distribution
system is the strengths of Tabany Beverage.
From strategic marketing point of view, we see that Coca - Cola is taking corrective steps in
almost all the way. In very few sides Tabany beverage has lacking. Based upon these facts
recommended strategies would assist in the growth of Tabany Beverage in among the fierce
competition in the beverage industry.

- 31 -

- 32 -

Chapter - 4

Bibliography:

Principal of marketing ( Philip Kotler & Gry Armstrong )

www.coca cola.com

Conversation with officer & Labor.

Magazine.

Information from retailer.

- 33 -

 Appendix:
Form of each question:
Sex:

Male

Age:

10 - 20 20 - 30

Female
30 - 40

40 - 50

50 - 60

1. How much soft drink do you take per week?

250 ml-1litter 2litter-3litter

3 litter-4litter

More

2. How much money do you spend for soft drink per week?

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10-30 TK

30-60 TK

60-100 TK

100-150 TK

More
3. What test of soft drink you generally preferred?
Lemon

Cola

Orange Mango

4. Do you like Coca-Cola?

Yes No
5. If yes, then why?
Image Price

Test

Others .

6. If the answer of question 4 is no, then why?

Quantity

Bottle design

Price

Test

Others. .

7. Would you accept any type of free gift with Coca-Cola?

Yes No
8. What kind of item do you prefer as free gift?
Glass Mug

Cane opener

Toy item

Others.

9. From where you usually buy Coca-Cola?

General store

Departmental store

Super shop

One stop mall

10. From where you would like to large number purchase Coca-Cola?
Shop

Retailer

Mall

11. Would you like to give Coca-Cola as gift on special occasion?

Yes

No

12. If yes where?

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13. In which occasion do you prefer to buy huge amount Coca-Cola?

Eid

Wedding Ceremony

Birthday party Festival

Other.

14. Why do you prefer Coca-Cola more than any other soft drink?

.
.
15. Do you know how many types of Coca-Cola in present market?
Yes

No

16. Do you want any change in Coca-Cola?

Yes

No

17. If yes, then would you expect to change?

Bottle size

Bottle deigns

Color

Test

Price

18. What price level you expected from Coca-Cola?

Excepted Price
BOTTLE SIZE
500 ml
1 litter
1.5 litter
2.25 litter

EXISTING PRICE

High

Low

20
35
45
60

19. Which bottle size do you prefer for coca-cola?

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250 ml

500 ml

1 litter 1.5 litter

2.25 litter

20. Which bottles do you usually purchase more for coca- cola?
250 ml

500 ml

1 litter 1.5 litter

2.25 litter

21. In which season you purchase coco-cola more?

Summer

Rainy season Winter Spring

22. Did you get any discount from Coca-Cola before?

Yes

No

23. What type of discount you like most?

Cash discount

Price discounts

Others. .

24. Which test of coke you like most?

Old test

New test

25. Are you satisfied about present price level of Coca-Cola?

Highly satisfied

Satisfied

Not satisfied

Dissatisfied

Highly dissatisfied
26. Are you satisfied about test of Coca-Cola?
Highly satisfied

Satisfied

Not satisfied

Dissatisfied

Highly dissatisfied
27. Are you satisfied about design of coca-cola?
Highly satisfied

Satisfied

Not satisfied

Dissatisfied

Highly dissatisfied
28. Are you satisfied about variety of coca-cola?
highly satisfied

satisfied

not satisfied

Dissatisfied

highly dissatisfied
29. Which media attracts you most for Coca-Cola?
TV

Newspaper

Magazine

Signboard Billboard

30. Which advertisement you like most?

.. .

- 37 -

31. What do you understand from this advertisement?

.
32. Comments about Coca-Cola as a whole.

- 38 -